Target Group Share:
Duesseldorf, 20 May 2010: The Duesseldorf online
media agency Zed digital, from the ZenithOptimedia network, and the
European targeting platform nugg.ad have, for the first time, managed
to measure comprehensively the effectiveness of brand loyalty in moving
image campaigns. Where before it was unknown how many times a person
from a target group needed to be in contact with one form of
advertising in order to increase brand awareness, band sympathy or
buying intention, the experts now know the answer: brand awareness is
optimally increased with ten or more contacts, brand affinity and
buying intention with four to six contacts. Altogether, nugg.ad
targeting was able to increase the brand awareness of L’Oréal Excell
10’ by 50 %.
Zed digital and nugg.ad reached this conclusion in
the context of a large-scale campaign for L’Oréal Paris. For this
customer, video advertising material (PreRollAds) was to be distributed
exclusively in the premium segment and only to women aged between 20
and 49. Desired reach within four weeks: five million contacts.
single network could fulfil these requirements, especially as the
customer wanted to reach as many unique users as possible at the same
time. For this reason, the test campaign had to be spread across
advertisers, and a common, multi-platform technology that was
non-existent until now had to be used. A technical, but also a
political challenge, which however was mastered by Zed digital and
nugg.ad. After a few weeks, the largest premium suppliers of video
content were on board. Zed digital could, for the first time, target a
certain target group and a defined contact class with a video campaign
for a customer that involved a number of publishers and ad-networks.
Because the targeting model by nugg.ad offers a statistically valid
method of forming customer-specific target groups and making them
bookable, L’Oréal Paris received not only information about contact
class optimisation, but also further added values in the form of the
much-coveted classification of female users of blond hair colouring.
the nugg.ad technology we were able to achieve a considerably larger
range in the target group than we previously thought”, concludes Lothar Prison, managing director of Zed digital.
“We also learned that brand awareness continues to increase, as
expected, with a growing number of contacts, but that affinity and
buying intentions are increased most effectively within the range of
four to six contacts. In other words, by 17.2% in affinity and 17.1%
with regard to buying intention, compared to respondents without any
contact with advertising methods.
The Case Study is available for download here.
Many advertisers will benefit from the findings of the test campaign
in the future. For the first time, online video can be planned and
booked along the line of TV. Not only GRPs, but also net range and OTS
of the campaigns can be demonstrated. From the start, the campaigns
focus on a planned contact class, which is optimised by means of
frequency capping (no distribution to users who have had enough
contacts) and boosting (boosting contacts among users who have not yet
had enough contacts). Here, the focus is firmly on premium segments.
“The market needs dynamic models and not a steel corset. In
accordance with this principle, we utilise our Open Targeting Platform
to provide all market participants with access to the economic good
that is the target group – flexibly and cooperatively. Missing
standards must be established in the market”, says Karim H. Attia, chairman of nugg.ad.
“This is the only way for customers and the media to establish trust in
key data, which have been completely lacking until now. We are
delighted to have proven the performance of the nugg.ad Open Target
Platform, with Zed digital as our first partner, and we look forward to
expanding this together.”
“Even if we do not create a
longer-term USP for Zed digital alone, everyone will ultimately benefit
if we manage to advance online brand marketing. We all need quality
environments for quality brands and reliable quality assurance in video
advertising”, says Sebastian Blum, head of Zed digital Hamburg.
Pictures:Karim H. Attia
About Zed digital
Zed digital is the online
media agency in the VivaKi network and one of the leading specialist
agencies for digital marketing worldwide, with a team of 600 online
specialists in 25 countries. It offers all instruments of digital
marketing such as online advertising, cross-media campaigns, content
cooperation and viral marketing. Its customers include international
brand name companies such as Nestlé, L’Oréal and Toyota. Since 1996,
Zed digital has had its own office in Germany.
AG, founded in 2006, is the technological leader in providing
predictive behavioral targeting solutions for managing advertising in
digital media. nugg.ad enables advertisers, media agencies and
publishers to significantly increase the impact of their advertising
through delivery to relevant target groups. Predictive behavioral
targeting employs a unique approach, in which data measuring the
surfing behavior of Internet users is enriched in real-time with survey
results on socio-demographics, product interests and lifestyle. This is
achieved through the generation of predictions (statistical profiles),
which contain no personally identifiable data. In 2007 nugg.ad was
the first targeting services provider on the market to have earned the
privacy seal of approval from the ‘Independent Centre for Privacy in
Germany’ (Unabhängiges Landeszentrum für Datenschutz Schleswig
Holstein) which got recertified in 2009. The nugg.ad product also
received the European Privacy Seal, EuroPriSe. 2008 has already brought
nugg.ad the ‘Red Herring 100 Europe’ and the ‘European Seal of
E-Excellence’ awards. Berlin’s bmp Media Investors and other venture
capitalists have been shareholders in nugg.ad since November 2006.
nugg.ad's clients include SevenOne Interactive, Axel Springer Media
Impact, eBay Advertising Group, OMS, IQ media, Ströer Interactive,
ARBOinteractive, Unister Media, freeXmedia, Ekstra Bladet, Scandinavia
Online AS (SOL), krone.at, Expressen, Interia, Internet BillBoard a.s.,
and Austrian daily newspaper, ‘Der Standard’. nugg.ad is based in
Berlin, with branch offices in London, Paris und Warsaw.